Research on Design Strategies for Traditional Chinese Medicine (TCM) Health and Wellness Cultural and Creative Products Based on "Five-Sense Experience"—A Case Study of Fanghuichuntang

Under the background of the deepening development of cultural and creative industries, the creative transformation and innovative development of traditional culture have become an important issue in the field of cultural and creative design. At present, there are still some problems in the design practice of traditional Chinese medicine health cultural and creative products, such as single experience dimension, fragmentation of cultural expression and insufficient connection with young groups. Based on this, this paper introduces the theory of "Five-Sense Experience", systematically combs the relevant research results of cultural and creative design, "Five-Sense Experience" theory and cultural and creative design of traditional Chinese medicine health preservation at home and abroad. Taking the time-honored traditional Chinese medicine brand Fanghuichuntang as the research object, this study adopts a mixed-methods empirical approach that integrates field research, including a questionnaire survey of 154 valid respondents and semi-structured user interviews. The respondents are mainly young people aged 18-35, with students and young office workers as the main groups. Using this sample, the study analyzes the sensory design characteristics of its existing cultural and creative products and experience scenarios. On this basis, this paper proposes a three-level progressive design strategy of TCM health preservation cultural and creative products based on the "Five-Sense Experience" of sensory immersion, narrative interaction and value internalization, in order to provide reference for the experiential dissemination of TCM health preservation culture and the youthful development of time-honored brands.

Five-Senses Experience;Chinese Medicine Health; Cultural and Creative Product Design; Time-Honored Brand; Fanghuichuntang

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